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It seems that digital advertising has consumed the thought process and the budgets of so many advertisers and their agencies these days. Spending on digital advertising, which includes social media, search engines, websites, and mobile devices, is expected to rise 17% to $50 billion in the U.S. in 2014. That’s 28% of all U.S. Ad spending this year. In fact, one major client we know is being forced by its manufacturer to spend 25% of their annual budget in digital advertising. The stampede to participate in digital advertising and throw serious money at anything labeled “digital” has somehow ignored a critical basic question; who is this audience they are trying to reach and does it really exist?

The rush to be attached someway or somehow to the Internet because the “experts” have told our clients to has somehow suspended our collective responsibility to understanding the truth about web traffic and the disturbing and downright dishonest use of who and what is on the web and why.

And why should Radio Care about this? Well for openers, your client’s total budget, which includes Radio, has been on average, reduced in 2014 by at least 25%.